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CHAPTER 5 (Source Credibility (Knowledgeable / expert, Trustworthy, Honest…
CHAPTER 5
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Source Factors
Source component is a multifaceted concept - a person, a company, etc.
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Indirect source – someone (model) who doesn’t actually deliver a message but draws attention to and/or enhance the appearance of the ads.
Companies are very careful when selecting individuals to deliver their selling messages – the characteristic of the source can affect the sales of the product/service.
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Source Attractiveness
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Likability - An affection for the source as a result of physical appearance, behaviour or other personal traits.
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Message Structure
An important aspect of message strategy is knowing the best way to communicate with the public particularly the target audience.
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Advertising Appeal
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.Some ads are designed to appeal to the rational, logical aspects of the consumers’ decision-making, some ads appeal to feelings in an attempt to evoke some emotional reaction.
Types of Appeal
1) Emotional appeal - to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded.
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3) Fear Appeal - to evoke emotional response and arouse individuals to take steps to remove the threat and persuade consumers to buy a product or service.
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6) Sexual Appeal - to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded.
7) Bandwagon Appeal - to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded.